Strategy. Innovation. Brand.

Rhetoric

The Greeks invented the science of persuasion – they called it rhetoric. The posts in this category give a brief overview.

Speaking Human

When we want to let people know how smart we are during a speaking presentation, we often dress up our language. We use more formal diction, bigger words, and formidable phrasing. We often toss in a lot of jargon as well. Typically, however, it doesn’t work. We just sound stuffy, self-important, and boring. We’re trying to show the audience how smart we are which is always a losing strategy. Much better to show the audience how smart they are. You do this by speaking human — conversational, easy-to-understand, and plain spoken. As the saying goes, you should eschew obfuscation. Learn more in the video.

Creating Sound Bites

attentionMost people will forget most of what you say shortly after your presentation. Speech writers are always looking for hooks to make key ideas more memorable. These are the sound bites that you often hear on the evening news. Sound bites summarize, shorten and encode information to make it more memorable. It’s almost like writing a jingle for a commercial.  How do you create sound bites? It’s not easy but there are some general rules to follow. Find out more in the video.

The Difference Between Debates & Battles

debateThe words “debate” and “battle” stem from the same root, so you might expect to use similar tactics in each.  However, if you use battle tactics in a debate, you’re likely to lose. In a battle, two parties are involved – you and the enemy. A debate involves a third party as well — the audience. In a battle, you’re trying to defeat the enemy. Debate tactics are quite different. In a debate, you’re trying to use your speaking skills to win to over the audience. The different objectives may call for very different tactics. Above all, you must know your audience to win a debate. That’s even more important than knowing the competition. Check out the video.

Evoking Emotions

After you use your communication skills to establish that you’re trustworthy and deliver the logic of your argument, it’s time to touch on the emotions of your audience.  You can do this by the way you behave — your enthusiasm and tone of voice can convey your emotions.  You should also touch on the audience’s emotions by answering a simple question: why is this good for you?  Learn more in the video.

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